As generative search and agentic AI transform how consumers discover, evaluate and purchase products, traditional identity resolution and attribution systems are struggling to keep pace. This new paper by the Identity Resolution Working Group of the ARF Cross-Platform Measurement Council, introduces the concept of “Delegated Identity”—a framework designed to reconnect human intent with AI-driven actions in an increasingly AI-mediated marketplace. The report explores the emerging identity gap, evaluates industry readiness and outlines the challenges and opportunities facing marketers, identity providers and AI platforms.
Member Only Access
As evidence for the importance of emotional responses to advertising accumulates, Mars is expanding its measurement of such ad impact.
Read more »
Member Only Access
Artificial intelligence is becoming deeply embedded in advertising and marketing, but adoption alone is no longer the story. In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams examines findings from the ARF's latest AI research, which reveals that while organizations are increasingly confident in AI-generated outputs, many are still developing the testing, governance and measurement practices needed to ensure those outputs deliver meaningful business value.
As generative AI becomes more deeply embedded in advertising, understanding its implications requires looking at both how marketers are adopting it and how consumers are responding. On July 22, the ARF brought these perspectives together through presentations from the ARF and Humantel Media, followed by a broader discussion.
